Corporate Culture, SEM, and You

You and your employees know your company inside and out. You know better than anyone the special things that really make your company succeed. That drive is often referred to as your corporate culture. Normally, corporate cultures aren’t formally taught or regularly discussed. But when you take a step back and really look at the big picture, you know exactly why and how your company is different from all the others. Perhaps it was some of your core beliefs that led you to Search Engine Marketing, or a step towards reaching long term goals. Whatever the reason, once you’ve hired an SEM agency, it is important to introduce SEM into your corporate culture.

Your company plays a major role in the success or failure of your SEM campaign. An important first step is understanding your responsibilities and the role that your corporate culture plays in your relationship with an SEM agency. We’ve put together a list of things to do to make sure you have a smooth transition when introducing SEM into your company!

Some employees may question the decision to bring in an SEM firm. You need to explain to your team why you’ve brought in SEM specialists. The SEM specialist doesn’t want to step on any toes, or cause any negative feelings. Explain to your team why SEM is being done, so that they will understand their role in the directive.

In the same way, explain to your SEM why you’ve brought them on. Share with them your visions and goals, and in return, you’ll hear their primary goals for your company. Make sure the SEM agency understands your time/financial/personnel constraints. This is important so that they have a clear and broad understanding of what they can expect in support of their initiatives. Mutual understanding will lead to a more beneficial and lucrative campaign.

Consider the SEM agency as an extension of your team. This may be apparent to some organizations, but all too often an SEM firm is left out of key development stages. An example of this would be to inform your SEM agency on any changes to the website and its content prior to actually implementing those changes. You’ve brought on an SEM agency to help you make the most out of your website, allowing them to be in on the initial development stages will save everyone time and hassle in the long run.

An SEM agency can be viewed as a healthcare professional, someone you’ve hired to better the health of your website and business. Like any good doctor, your SEM agency needs all the information. Without knowing the history of your site, your SEM will have a hard time making the proper diagnosis.

Along with your site’s history, your SEM agency needs appropriate access. You wouldn’t go to the doctor and not let them take your temperature, would you? In much the same way; you need to give your SEM agency what it needs to do their job. Here at E-Power Marketing, we count on our clients to give us proper access for the web site revisions we propose. This usually occurs in two ways, either a client gives us ftp access to the hosting server, or we have a cooperative relationship with the Webmaster or Web developer. Your SEM also needs access to your resources. Google Analytics and other traffic reporting tools are a way that we evaluate our SEM campaigns, so our access to these tools is vital.

Communication styles are a major part of a corporate culture. But just because you and your employees understand each other doesn’t mean your SEM specialist will. Make sure you understand your SEO specialist, and make sure that you are understood. Miscommunication is often the main downfall in any relationship. Luckily, with some conscientious effort, it is easily avoided. Some main points to remember to alleviate miscommunication follow. Ask questions when you don’t understand something. When they make recommendations, follow through. Before vetoing a suggestion, make sure you understand why they’ve brought it up. Allow them to understand why you’re questioning their proposals.

Keep in regular contact with your SEM agency. An open line of communication is vital to improving your program’s effectiveness. At E-Power, we establish a contact person with whom we can discuss, review and approve the program elements that we develop. Though several different employees may be involved in your SEM campaign, it is imperative that a main contact from your company is established in the beginning.

Ultimately, make sure your SEM agency has an understanding of your corporate culture. Making sure you make your company’s values and mission known at the beginning of your SEM relationship is an important step in creating a successful campaign.

An SEM agency can be a great addition to your company’s team. There are many things that can be done to smooth the transition. The suggestions above are just a few ways your company can begin a successful relationship with an SEM agency. Above all, it is important to create a professional, mutually supportive environment where everyone can work together to benefit your company and its future.

Author: Adrian Bredeson

As Director, SEO and Social Media at E-Power Marketing, Adrian is primarily focused on the organic success of client programs through SEO, social media and content marketing. Adrian also heads up the agency's marketing initiatives. With a background in psychology and PR, her passion for telling a brand's story by understanding and engaging with their target audiences has been put to good use at E-Power!